Social media used to promote NZ ‘Power Spots’ to Japanese followers

A social media campaign in Japan used New Zealand 'Power Spots' with 'Refresh Spots' to capture the imagination of Japanese Young Adventurers.

Tourism New Zealand's latest activity leveraged the latest popular Japanese domestictourism trend of 'power spots' and 'refresh spots' to promote destination New Zealand.

Using social media site Twitter in July, the campaign engaged with TNZ's target audience of Young Adventurers, building on its successful engagement with the audience earlier this year.

A variety of New Zealand 'power spots' and 'refresh spots' were promoted - locations popular with Japanese travellers and described as having a particular ability to energise and enthral visitors.

Followers then chose which 'refresh' activity they preferred, automatically entering themselves into the draw to win weekly Trilogy organic gift pack prizes plus the grand prize - a trip for two to New Zealand with Air New Zealand.

By providing two entry options, TNZ were able to target followers who had previously visited New Zealand as well as followers who were interested in visiting. Destinations included Tane Mahuta (Kauri Coast, Northland), Mokoia Island (Lake Rotorua), Tongariro National Park and Lake Tekapo.

This activity was supported with a new 'Power Spot' page on the Japan version of newzealand.com, linking visitors to additional information and connecting them with travel sellers to help them book their trip to experience these locations for themselves.

The campaign boosted the number of TNZ Twitter social media followers in Japan by more than 400 and generated 537,200 impressions. Over 1400 entries were received from 433 unique users with followers sharing more than 200 photos of NZ.

Twitter has gained momentum as a key channel to re-seed New Zealand messaging and togain further exposure for TNZ marketing activity in Japan this year. "We know our Young Adventurers are big users of social media - and with Twitter being one of the most popular social media channels in Japan this activity was a great fit. This campaign not only increased followers but also generated real engagement with existing followers of @PureNZinjapan. Therefore, we are confident that the rollout of the next campaign will keep the momentum rolling," says Tourism New Zealand's Regional Manager Japan and Korea, Nick Mudge.